Marketing is a business function that goes beyond the mere act of selling or advertising, it encompasses the entire marketing process through which value is created, captured and offered to customers. It is critical that organisations establish and maintain relationships with customers to achieve and sustain a competitive advantage. In order to compete effectively in an increasingly dynamic global market, managers must be cognisant of the importance of marketing and how it contributes to the achievement of strategic goals. The focus of this unit is to develop your knowledge of what marketing is, how it works and why it is important in a business context. It provides you with a comprehensive description of the key theories and concepts upon which the marketplace can be understood, assessed and targeted. This unit will equip you with the foundational knowledge and skills required to engage in and manage the process through which a firm’s value offerings are marketed to customers.
|Unit name||Foundations of Marketing|
|College/School||College of Business & Economics
Tasmanian School of Business and Economics
|Coordinator||Doctor Linda French|
|Delivered By||University of Tasmania and Third Party(ies): ECA|
|Location||Study period||Attendance options||Available to|
|ECA Melbourne||Semester 2||On-Campus||International|
|ECA Melbourne||Accelerated Study Period 3||On-Campus||International|
- International students
- Domestic students
Enrolment in units available at ECA Melbourne, Hong Kong Universal Ed, and Shanghai Ocean University is only available to eligible students studying at those corresponding locations.
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|Study Period||Start date||Census date||WW date||End date|
|Accelerated Study Period 3||11/9/2023||4/10/2023||26/10/2023||10/12/2023|
* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (refer to How do I withdraw from a unit? for more information).
Unit census dates currently displaying for 2023 are indicative and subject to change. Finalised census dates for 2023 will be available from the 1st October 2022. Note census date cutoff is 11.59pm AEST (AEDT during October to March).
- Explain the fundamentals of sustainable marketing and converse in marketing language.
- Apply theories to understand, assess, and target particular market segments.
- Analyse marketing mixes using fundamental marketing theories.
- Communicate outputs from analyses of marketing situations.
|Field of Education||Commencing Student Contribution 1,3||Grandfathered Student Contribution 1,3||Approved Pathway Course Student Contribution 2,3||Domestic Full Fee 4|
1 Please refer to more information on student contribution amounts.
2 Please refer to more information on eligibility and Approved Pathway courses.
3 Please refer to more information on eligibility for HECS-HELP.
4 Please refer to more information on eligibility for FEE-HELP.
Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.
For this unit, on-campus classes will be delivered in intensive three-hour block workshops, four times a semester. In addition to on-campus classes, this unit will deliver content online via learning activities in MyLO and/or Zoom workshops. For students enrolled on-campus, please note that starting in Semester 2, all units will now have an introductory 1-hour workshop in Week 1.
This unit is also offered fully online. Please follow the instructions given by your Unit Coordinator in MyLO regarding opportunities to attend online workshops or consultation sessions.
|Assessment||Application Presentations (25%)|Case Study, Part A (25%)|Case Study, Part B (50%)|
|Timetable||View the lecture timetable | View the full unit timetable|
You will need the following text
Grewal, D, Levy, M, Mathews, S, Harrigan, P, Bucic, T and Kopanidis, F 2021, 'Marketing' (3rd edition), McGraw-Hill Education, NSW (ISBN: 9781760423889).
In addition to the texts recommended above, you are also expected to be familiar with the key academic journals in the discipline from which useful insights may be derived. In particular, you are encouraged to review regularly the relevant papers that are published in:
Students should also review the following websites and blogs for up to date information and opinions on marketing:
|Links||Booktopia textbook finder|
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